近些年来，随着经济全球化的发展以及国家一带一路政策的推动，越来越多的中小型 企业不断推进国际化路线，海外市场已经对于企业发展越来越重要，同时，随着互联网大 数据时代的到来，我国跨境电商进入快速发展阶段，展现出强劲的发展势头，在对外贸易 中所占的比例不断升高。跨境电商有简化贸易流程，提高效率等特点，同时降低了中小型 企业的外贸门槛，让中间环节“直线化”。 A公司是我国较早一批生产食品包装灌装机械的企业，成立以来一直在食品包装灌装 机械行业不断深耕，注册研发了多项专利技术。2017 年A公司投入大量资金对生产设备 进行了全面改造和升级，但因为国内市场趋于饱和，竞争日益激烈，同时国外市场销售不 理想，导致公司出现产能过剩的情况，面对这些现实问题，A 公司必须加快海外市场的开 拓进程，以满足公司自身快速发展的需要。 本文运用了文献调研法、案例分析法、对比研究法、定量研究法等研究方法，首先对 跨境电商的宏观环境、食品包装灌装机械的行业环境和A公司自身的情况进行整体的背景 分析，并通过建立线性回归模型得出公司的战略周期目标；然后对A公司现有跨境电商营 销策略进行总结并分析存在的问题和不足；最后针对A公司现在的问题和不足，并结合建 模得出的公司战略周期目标提出了一整套完整的营销策略优化方案，对A公司目前面临的 如何加快海外市场开拓进程问题有实际性的参考价值。 综上所述，在海外市场转变传统经营模式开展跨境电商时，A公司需要不断开拓互联 网思维，开展多种营销模式，同时应树立并增强品牌意识，提升产品质量，创造附加值。 同时通过订单成交灵活性和区域性营销的手段增加贸易机会。还要完善优化岗位职责和薪 资体系，并结合跨境电商背景下对人才的要求和实际状况，制定符合公司自身情况的政策 制度。A公司不仅具备了一般进出口生产贸易公司的特征，且食品包装灌装机械产品也有 技术要求高，工艺复杂，成交周期长等机械类产品特点。因此，在跨境电商背景下，符合 研究机械设备出口企业的营销策略，具有实际性的应用需求。 关键词：跨境电商；市场开拓；中小外贸企业；营销策略；食品包装灌装机械 山东师范大学硕士学位论文 4 Abstract In recent years, one belt, one road, and the other is the policy of the whole country. With the development of economic globalization and the promotion of the policies of all countries and regions, more and more small and medium-sized enterprises have been pushing forward the internationalization. Overseas market has become more and more important for the development of enterprises. Meanwhile, with the advent of the Internet big data era, China's cross-border electricity providers have entered a stage of rapid development, showing strong momentum of development in foreign trade. The proportion is increasing. Cross border e-commerce has the characteristics of simplifying trade process and improving efficiency. At the same time, it reduces the foreign trade threshold of small and medium-sized enterprises and makes the intermediate link "linear". Company A is one of the earliest enterprises in China to produce food packaging and filling machinery. Since its establishment, it has continuously cultivated in the food packaging and filling machinery industry and registered a number of patented technologies. In 2017, Company A invested a lot of funds to comprehensively transform and upgrade production equipment. However, because the domestic market is becoming saturated, competition is becoming increasingly fierce, and foreign markets are not selling satisfactorily, resulting in the company ’s overcapacity. Facing these realistic problems, Company A must accelerate the development of overseas markets to meet the company's needs for rapid development. This article uses research methods such as literature research, case analysis, comparative research, and quantitative research. First, the overall background of the macro environment of cross-border e-commerce, the industrial environment of food packaging and filling machinery, and the situation of company A itself. Analyze and establish the company's strategic cycle goals by establishing a model; then summarize the existing cross-border e-commerce marketing strategy of Company A and analyze the existing problems and deficiencies; finally, address the current problems and deficiencies of Company A, and combine modeling The obtained company's strategic cycle goals put forward a complete set of marketing strategy optimization 山东师范大学硕士学位论文 5 plans, which has practical reference value for the company A's current problem of how to accelerate the process of overseas market development. In summary, when changing the traditional business model in overseas markets and launching cross-border e-commerce, Company A needs to continue to explore the Internet and develop multiple marketing models. At the same time, it should establish and strengthen brand awareness, improve product quality, and create added value. At the same time, through the flexibility of order transactions and regional marketing methods to increase trade opportunities. It is also necessary to improve and optimize job responsibilities and salary systems, and combine the requirements and actual conditions of talents in the context of cross-border e-commerce to formulate policies and systems that meet the company's own conditions. Company A not only has the characteristics of a general import and export production and trading company, but also has the characteristics of high technical requirements, complicated technology and long transaction cycles for food packaging and filling machinery products. Therefore, in the context of cross-border e-commerce, it is in line with research on marketing strategies for machinery and equipment export companies, and has practical application requirements. Key words: Cross-border e-commerce；Market development；Small and medium foreign trade enterprises; Marketing strategies; Food packaging filling machinery 山东师范大学硕士学位论文 6 目录 第一章 绪论 ........... 9 1.1论文研究的背景和意义 .......... 9 1.1.1研究背景 ............................. 9 1.1.2研究意义 ........................... 11 1.2 国内外研究现状 .................... 12 1.2.1国外研究现状 .................. 12 1.2.2国内研究现状 .................. 13 1.2.3 国内外研究现状总结 ... 14 1.3研究的主要内容和结构安排 ............................. 15 1.4研究方法和技术路线 ............ 16 1.4.1研究方法 ........................... 16 1.4.2技术路线 ........................... 16 第二章 相关理论综述...................... 18 2.1国际市场营销理论 ................. 18 2.2波特五力模型理论 ................. 18 2.3 PEST分析法 ............................. 18 2.4 SWOT分析法 .......................... 19 2.5相关理论论评及文献综述 ... 19 第三章 A公司发展跨境电子商务的环境分析 ....... 21 3.1宏观环境PEST分析 .............. 21 3.1.1社会环境分析 .................. 21 3.1.2经济环境分析 .................. 21 3.1.3政策环境分析 .................. 23 3.1.4技术环境分析 .................. 25 3.2行业环境分析 .......................... 25 3.2.1供应商的议价能力 ......... 26 3.2.2购买者的议价能力 ......... 26 3.2.3潜在竞争者进入能力 .... 27 3.2.4替代品的替代能力 ......... 28 山东师范大学硕士学位论文 7 3.2.5行业内竞争者现有的竞争能力 ................. 28 3.3山东A公司概况 ..................... 29 3.3.1 A公司战略周期和目标 30 3.4 A公司的内部环境分析 ........ 33 3.4.1优势 ..... 33 3.4.2劣势 ..... 35 3.4.3机会 ..... 36 3.4.4威胁 ..... 37 第四章A 公司现有跨境电商营销策略与不足分析 ............................. 39 4.1 A公司现有跨境电商营销策略分析 ................ 39 4.1.1 B2B渠道分析 .................. 39 4.1.2外贸网站推广渠道分析 41 4.1.3 A公司现有营销渠道总结 .......................... 41 4.2公司产品策略不足 ................. 45 4.2.1产品技术更新慢 ............. 45 4.2.2定制化生产难度大，交期长 ..................... 46 4.2.3品牌推广力度不足，不具备国际化竞争优势 .................... 46 4.3营销渠道发展不平衡 ............ 47 4.3.1国内外营销渠道投入不平衡 ..................... 47 4.3.2 B2C平台零投入 ............. 47 4.3.3 SNS推广模式不足 ......... 48 4.4人员管理策略不足 ................. 49 4.4.1人员招聘困难且流动性大 .......................... 49 4.4.2人员专业能力与实际工作需要不匹配 ... 50 4.4.3人员机会少、发展前景不明朗 ................. 50 4.4.4薪资制度不完善 ............. 51 第五章 A公司跨境电商营销策略的优化 ...........